YUk move on
HOW TO GIVE VALENTINE'S DAY
A UNIQUE SPIN?
LET’S TALK ABOUT GOOGLE, GEN Z
Google Indonesia wanted to increase brand awareness among their most challenging target audience, the Gen Z-ers. Here’s how we brought Google Apps closer to them and maximized earned media.
The top relationship querky in Indonesia turns out to be "How do I move on?"
The team realised that Google Apps can be very helpful in that. For example, Google Photos’ facial recognition helps you identify the face of your ex-partners so you can easily put them in the past. Nine Google apps were promoted in the tongue-in-cheek campaign - Valentine’s Day campaign for the brokenhearted.
The integrated campaign helmed by blockbuster celebrity Vanesha Prescilla (known for her roles in teen-lit heartbreak dramas), was boosted by numerous influencer collaborations, together with a “Google Moving On Kit”.
Hitting the KPI's
The hero film gained 1,5M views on YouTube and the initiative was covered by numerous articles in online and traditional media.
The exact results are confidential. However, it’s not hard to guess that when you optimise a campaign like this to perform against key metrics, the work will outperform the benchmarks and hit its KPIs.
Views on Youtube